Melanie Shreffler

Melanie is a unique combination of trend expert, writer, and researcher with a passion for following youth culture and consumers' ever-changing media habits. As Senior Insights Director, she is a contributor to the Cassandra Report and Cassandra Daily.

Teens' entertainment diet is eclectic, particularly compared to other generations when they were teens. Teenage Xers didn't have social media vying for their attention; they just wanted their MTV. As
teenagers, Millennials were just being introduced to the concept of DVR and media on-demand, and only the youngest portion of that generation experienced any form of social media during their teen
years.

Cultural moments can define generations as young people champion causes that come to a head during their formative years. For Boomers, one such movement was the push toward civil rights and racial
equality; for Millennials, it was LBGT rights, and for Gen Zs (who are currently aged 20 and younger), it may well be gender equality.

Teens' entertainment diet is eclectic, particularly compared to other generations when they were teens. Teenage Xers didn't have social media vying for their attention; they just wanted their MTV. As
teenagers, Millennials were just being introduced to the concept of DVR and media on-demand, and only the youngest portion of that generation experienced any form of social media during their teen
years.

It's that time of year when NCAA March Madness takes over much of TV airwaves and the cultural conversation. Generally, marketers and advertisers gear their campaigns around the tournament to older
fans-those who are of drinking age (for obvious reasons) and those who are in college or have an alma mater to cheer for. However, they are missing a key opportunity with teens who get immersed in the
event.

Teenage Gen Zs are forming romantic relationships in a post-apocalyptic world, and they're learning from the mistakes that Millennials have made before them. Much as with social media, Millennials are
playing the role of guinea pig. Millennials adopted social media in their formative years, made plenty of mistakes, learned some lessons, and paved the way for Gen Zs who have adopted a wiser approach
to crafting their digital personas.

Teens today have more entertainment options at their fingertips - literally and figuratively - than any generation of youth before them. It's for exactly this reason that traditional entertainment
industries are so worried about how to attract and retain young audiences.

Brands and marketers often overlook a key opportunity when targeting teens. The vast majority are focusing all their energy and dollars on social media campaigns, adding to the clutter and cacophony
on those platforms. While it's true that teens spend a significant portion of time with the likes of Snapchat and Instagram, it's challenging for a brand to get noticed, much less to intrigue teens
enough to engage with them, when so many others are screaming for attention in the same overcrowded space. Advertisers often try to turn up the volume rather than consider other media where teens make
up a large portion of the audience, such as gaming.

Brands and marketers often overlook a key opportunity when targeting teens. The vast majority are focusing all their energy and dollars on social media campaigns, adding to the clutter and cacophony
on those platforms. While it's true that teens spend a significant portion of time with the likes of Snapchat and Instagram, it's challenging for a brand to get noticed, much less to intrigue teens
enough to engage with them, when so many others are screaming for attention in the same overcrowded space. Advertisers often try to turn up the volume rather than consider other media where teens make
up a large portion of the audience, such as gaming.

If the events of the past few weeks are any indication, 2017 promises to be a year of change that marketers will need to closely observe to remain on the pulse of culture. Teens themselves will be at
the center of the action, both spurring on certain evolutions and serving as a key demographic in determining which changes stick and which are merely fads.

Teens used to be mallrats, which made it much easier for companies to win their attention and their dollars, because they hung out in a space that was dedicated to brands and retail. Then came the era
of social media and online shopping - and suddenly teens had little use for the mall, because they had other means to connect with friends and acquire products through digital platforms. Retailers
have been struggling to connect with teens--and young consumers in general--and as a result, many are closing their doors. The much -rumored death of malls seems imminent, but teens can actually be
the salvation for many retailers who learn how to court this modern young consumer.